Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.

Previous literature has shown that social identity influences consumer decision-making towards branded products. However, its influence on ones' own sensory perception of an ingroup (or outgroup) associated brand's product (i.e. sponsor) is seldom documented and little understood. Here, we...

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Autores principales:	Sara Franco, Ana Maria Abreu, Rui Biscaia, Sandra Gama
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/d83e79bc277e4d41a7f1a35fc26fd081
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spelling	oai:doaj.org-article:d83e79bc277e4d41a7f1a35fc26fd0812021-12-02T20:04:49ZSports ingroup love does not make me like the sponsor's beverage but gets me buying it.1932-620310.1371/journal.pone.0254940https://doaj.org/article/d83e79bc277e4d41a7f1a35fc26fd0812021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0254940https://doaj.org/toc/1932-6203Previous literature has shown that social identity influences consumer decision-making towards branded products. However, its influence on ones' own sensory perception of an ingroup (or outgroup) associated brand's product (i.e. sponsor) is seldom documented and little understood. Here, we investigate the impact of social identity (i.e. team identification) with a football team on the sensorial experience and willingness to buy a beverage, said to be sponsoring the ingroup or the outgroup team. Ninety subjects participated in one of three sensorial experience conditions (matched identity: ingroup beverage; mismatched identity: outgroup beverage; control: no group preference). Each participant tasted the new sponsoring beverage and answered a questionnaire about their subjective sensorial experience of the beverage. EEG and BVP were synchronously collected throughout. Analyses revealed that team identification does not influence subjective responses and only slightly modulates physiological signals. All participants reported high valence and arousal values while physiological signals consistently translated negative affects across groups, which showed that participants reported to be happy/excited about trying the beverage while their physiological signals showed that they were feeling sad/depressed/angry. Crucially, despite a similar sensorial experience, and similar socially desirable report of the subjective experience, only participants in the matched identity group demonstrate higher willingness to buy, showing that the level of team identification, but not taste or beverage quality, influences willingness to buy the said sponsor's product.Sara FrancoAna Maria AbreuRui BiscaiaSandra GamaPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 7, p e0254940 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Sara Franco Ana Maria Abreu Rui Biscaia Sandra Gama Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
description	Previous literature has shown that social identity influences consumer decision-making towards branded products. However, its influence on ones' own sensory perception of an ingroup (or outgroup) associated brand's product (i.e. sponsor) is seldom documented and little understood. Here, we investigate the impact of social identity (i.e. team identification) with a football team on the sensorial experience and willingness to buy a beverage, said to be sponsoring the ingroup or the outgroup team. Ninety subjects participated in one of three sensorial experience conditions (matched identity: ingroup beverage; mismatched identity: outgroup beverage; control: no group preference). Each participant tasted the new sponsoring beverage and answered a questionnaire about their subjective sensorial experience of the beverage. EEG and BVP were synchronously collected throughout. Analyses revealed that team identification does not influence subjective responses and only slightly modulates physiological signals. All participants reported high valence and arousal values while physiological signals consistently translated negative affects across groups, which showed that participants reported to be happy/excited about trying the beverage while their physiological signals showed that they were feeling sad/depressed/angry. Crucially, despite a similar sensorial experience, and similar socially desirable report of the subjective experience, only participants in the matched identity group demonstrate higher willingness to buy, showing that the level of team identification, but not taste or beverage quality, influences willingness to buy the said sponsor's product.
format	article
author	Sara Franco Ana Maria Abreu Rui Biscaia Sandra Gama
author_facet	Sara Franco Ana Maria Abreu Rui Biscaia Sandra Gama
author_sort	Sara Franco
title	Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
title_short	Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
title_full	Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
title_fullStr	Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
title_full_unstemmed	Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
title_sort	sports ingroup love does not make me like the sponsor's beverage but gets me buying it.
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/d83e79bc277e4d41a7f1a35fc26fd081
work_keys_str_mv	AT sarafranco sportsingrouplovedoesnotmakemelikethesponsorsbeveragebutgetsmebuyingit AT anamariaabreu sportsingrouplovedoesnotmakemelikethesponsorsbeveragebutgetsmebuyingit AT ruibiscaia sportsingrouplovedoesnotmakemelikethesponsorsbeveragebutgetsmebuyingit AT sandragama sportsingrouplovedoesnotmakemelikethesponsorsbeveragebutgetsmebuyingit
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Sports ingroup love does not make me like the sponsor's beverage but gets me buying it.

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